This is my third in this series of posts. I am taking apart and talking about a data set that HubSpot published in 2018 on Sales Enablement Statistics. These are great bits of information for salespeople and sales managers to know in order to impact the actions they take with prospects and with selling and coaching time. Over time, I will address all 20 points. I encourage you to share how they impact YOUR actions with your team or with your prospects.
3. 95% of buyers buy from someone who gave them content at each stage of the buying process
Some buyer’s journeys take longer than others do. Marketing content created for each stage of the buying process keeps buyers engaged no matter how long it takes. Buyers are more likely to stick with you if you show you are involved in the process, not just the sale.
It is as critical to know about your client and their buying process as it is to know about your product and services. Without that knowledge, you don’t know where they are in their decision making: early and getting a sense of what the outcomes can be and a sharper image of their problem; middle and in a place of comparison of options offered; end and in a place to make a decision. If you have content at each stage to keep the prospect engaged WITH YOU and set appointments along the way to tighten that process, you stand a better than average chance of getting the business. If you are a Dominant or Influencer (DISC), you will need to elevate your patience in this process – a skill you will benefit by developing – to go with your high level of results orientation. It’s worth it.
For Sales Managers
Know the steps in the buyer’s process so that you can anticipate what your prospective customers are experiencing and need and what your salespeople need from you and your marketing team at each step. Your salespeople will likely not be able to anticipate these steps, and might complain about lost sales and not really know why they lost it – but will complain about time and money, as they THINK that’s why they lost it. Use your CRM system to watch the sales/buying process and the ongoing contacts that occur so that you and your salespeople stay in touch and accurately project when new business will close – and for how much.
Now, go sell something.